Organic (non-paid) Search Engine Optimisation (SEO) is best practice for trying to get your website on page one of the search engine results, but what if your competitors are doing it too? Hint: they are. PPC stands for pay-per-click, paid-for advertising in the Google search results. Basically, PPC campaigns is a way of buying visits to your site, rather than attempting to “earn” those visits organically through SEO.
Even if you have great SEO in place, Google shows paid-for advertising at the top of the page “above the fold” for the vast majority of searches anyway, in order to generate revenue.